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Brands and brand management : contemporary research perspectives / [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.

Contributor(s): Material type: TextTextSeries: Marketing and consumer psychology seriesPublisher: New York : Routledge, [2010]Copyright date: ©2010Description: xxviii, 311 pages, 4 unnumbered pages of plates : illustrations (some colour) ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1841697591
  • 9781841697598
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HF5415.1255 .B73 2010
Contents:
Foreword / K. Keller -- Series Foreword / C. Haugtvedt -- Preface / B. Loken, R. Ahluwalia, M.J. Houston -- Part 1. Overview -- The Science of Branding: Introductory Chapter / B. Loken, R. Ahluwalia, M.J. Houston -- Part 2. Managing and Leveraging Brands -- Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / B. Loken, C. Joiner, M.J. Houston -- Brand Alliances / A. Rao -- Traveling the Paths to Brand Loyalty / R. Ahluwalia, A. Kaikati -- Branding and Corporate Social Responsibility / Z. Gurhan-Canli, A. Fries -- Part 3. Cultural, Sociological, and Global Branding Perspectives -- Cultural Symbolism of Brands / C. Torelli, H.T. Keh, C. Chiu -- Towards a Sociological Model of Brands / T.C. O'Guinn, A.M. Muniz, Jr -- Part 4. New Directions in Measurement of Brand Equity -- Measuring Brand Equity: The Marketing Surplus and Efficiency / C.W. Park, D.J. MacInnis, X. Dreze, J. Lee -- Revisiting the Customer Value Proposition: The Power of Brand Emotion / B. Shiv, A. Bechara -- Utility-Based Models of Brand Equity / T. Erdem, J. Swait -- Part 5. Protecting Brands -- When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution / B. Loken, D. Roedder John -- Brands and Trademarks: The Legal Implications of Branding / S. Baird.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.827 BRA (Browse shelf(Opens below)) 1 Available A457594B

Includes bibliographical references and index.

Foreword / K. Keller -- Series Foreword / C. Haugtvedt -- Preface / B. Loken, R. Ahluwalia, M.J. Houston -- Part 1. Overview -- The Science of Branding: Introductory Chapter / B. Loken, R. Ahluwalia, M.J. Houston -- Part 2. Managing and Leveraging Brands -- Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / B. Loken, C. Joiner, M.J. Houston -- Brand Alliances / A. Rao -- Traveling the Paths to Brand Loyalty / R. Ahluwalia, A. Kaikati -- Branding and Corporate Social Responsibility / Z. Gurhan-Canli, A. Fries -- Part 3. Cultural, Sociological, and Global Branding Perspectives -- Cultural Symbolism of Brands / C. Torelli, H.T. Keh, C. Chiu -- Towards a Sociological Model of Brands / T.C. O'Guinn, A.M. Muniz, Jr -- Part 4. New Directions in Measurement of Brand Equity -- Measuring Brand Equity: The Marketing Surplus and Efficiency / C.W. Park, D.J. MacInnis, X. Dreze, J. Lee -- Revisiting the Customer Value Proposition: The Power of Brand Emotion / B. Shiv, A. Bechara -- Utility-Based Models of Brand Equity / T. Erdem, J. Swait -- Part 5. Protecting Brands -- When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution / B. Loken, D. Roedder John -- Brands and Trademarks: The Legal Implications of Branding / S. Baird.

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